EAST MIDLANDS–based independent schools group Loughborough Schools Foundation (LSF) has completed a safeguarding-led digital rebrand, removing recognisable pupil images and urging schools to reconsider online representation amid updated DfE guidance for 2025/26.
With child safety organisations warning of the growing misuse of online images, and nearly one in ten UK parents reporting online blackmail involving their child, LSF chose to move beyond advisory guidance and embed safeguarding directly into its brand strategy.
Russell Langley, external engagement director from LSF said: “From the very first moment a child steps through our doors, their privacy and safety are our priority, and we challenge other schools to act with conviction. Now is the time to lead, to set the standard, and to ensure that digital safety is embedded in every school, every day – it shouldn’t be an optional extra.
“With frighteningly rising data demonstrating AI-generated misuse, deepfakes, and identity exploitation, it’s crucial we go beyond guidance to proactively protect pupils’ identities and ensure online content is navigated responsibly.”
The Foundation’s transformation aligns with statutory expectations, including mandatory Keeping children safe in education (KCSIE), revised Early Years Foundation Stage (EYFS) guidance, and broader requirements around data protection, attendance and mobile phone use. Together, these changes underline the growing responsibility on schools to minimise digital risk and safeguard children beyond the school gate.
While all schools are under strict guidance that parental consent is needed, historically, using pupil images to showcase school life has been seen as a positive marketing tool, but the level of risk management can vary widely between institutions.
LSF conducted a comprehensive audit and risk assessment, which highlighted that sharing authentic stories of school life, including close-up, named pupil imagery on Facebook and Instagram, even within closed groups, posed significant safeguarding risks.
The rebrand replaces identifiable pupil photography with a distinctive visual language of illustration, iconography, environmental imagery and narrative-led design across its platforms, preserving warmth and community while protecting pupil identities. Its social media strategy was reshaped to prioritise staff expertise, thought leadership and longer-form content, with LinkedIn adopted as a core platform. Robust image governance, staff training and clearer consent processes now underpin all content creation.
Russell added: “The impact has been significantly positive too. Engagement across social platforms has increased, demonstrating that responsible marketing can deliver both protection and performance. Open day attendance across all schools is rising, bucking national sector trends across the independent school landscape.”
By placing safeguarding at the heart of its brand, Loughborough Schools Foundation is setting a clear, practical example for schools navigating digital risk, data protection and trust in a new regulatory era.
About Loughborough Schools Foundation:
Loughborough Schools Foundation is a unique family of independent schools in the heart of Leicestershire, offering education from six weeks through to eighteen years. The Foundation comprises a nursery, Fairfield Prep School for boys and girls, Loughborough Grammar School for boys, and Loughborough High School for girls.
As well as delivering academic excellence, the Foundation is committed to developing young people beyond the classroom. Its outstanding music and sports programmes, alongside investment in state-of-the-art STEM facilities, provide students with opportunities to thrive, explore their passions and prepare for life beyond school.
The schools operate under one governing body and are situated on one campus in the town. By pooling resources and expertise across its schools, the Foundation is able to offer exceptional teaching, first-class facilities and a breadth of experiences that support every child’s progression.
For more information about the Loughborough Schools Foundation, visit www.lsf.org